Prior to the pandemic, The Pruneyard retail center was experiencing a loss of several tenants with the changing place of on-site retail and online shopping, while it also remained a stronghold in the community. The developer ownership group was faced with decisions about how to address vacancies that included massive spaces to position themselves for a successful shares sale. The strategy was focused on keeping media coverage, community events and the on-site interface for users and existing tenants positive and vibrant.

Enormous windows across the vacancies provided an opportunity to form a huge canvas to work with that could create a critical sense of vibrancy for potential investors. It was revealed in discovery that the community had long time favorite employees and owners that were part of the community and the recommendation was to highlight these individuals to provide that sense of safety and connection for the user base. Ownership was given a recommendation to invest in dynamic full bleed window graphics that would pay back in a visceral sense of connection. Excellence in art direction and project management for photography allowed the ownership to see and feel the visceral effects of strong storytelling and experience making. The theme of “Together” was developed that exemplified this space and community, providing the clear and concise baseline for the messaging.